BC Web Wise has been appointed as the integrated digital agency for Sobisco, the flagship brand of Kolkata-headquartered Sona Biscuits Ltd. The account was awarded following a competitive multi-agency pitch, with the agency tasked with strengthening the brand’s digital presence and driving deeper consumer engagement across its key markets in Eastern and Central India.
The mandate covers social media strategy and management, content creation, campaign development, influencer marketing and digital media. BC Web Wise will work towards building a long-term digital ecosystem for Sobisco, with a focus on culturally relevant storytelling, regional consumer insights and everyday snacking occasions. The strategy aims to strengthen the brand’s connection with consumers across generations through integrated, digital-first campaigns.
With more than 35 years of heritage, Sobisco has built a presence across 19 states in India, offering a diverse portfolio that includes biscuits, cakes, rusks, wafers, snacks and noodles. The partnership comes as the brand enters its next phase of growth, following the announcement of actor Amitabh Bachchan as its national brand ambassador. The agency will look to build on Sobisco’s established consumer presence while creating a stronger and more consistent identity across digital platforms.
Commenting on the win, Shayesta Shahzabeen, AVP, Client Excellence & Strategy, BC Web Wise, said the brand’s wide product portfolio and role in everyday consumer moments presented an opportunity to move beyond product-led communication. She added that the agency’s focus would be on celebrating the rituals, behaviours and shared experiences that make snacking part of everyday life. Anuja Bharadwaj, Creative Director, Copy, BC Web Wise, said the creative ambition was to build on Sobisco’s existing place in consumers’ lives, from tea breaks and family conversations to celebrations, through culturally relevant and socially native content.
The account win further strengthens BC Web Wise’s FMCG portfolio and reflects the agency’s focus on building integrated digital brands across diverse markets. Through the partnership, Sobisco aims to deepen its consumer connect by bringing its products and brand storytelling closer to the everyday moments that shape snacking habits across India.